Race to the Bottom – Market research fieldwork in Africa
Globalisation has made multinational companies (MNCs) the driving force behind business
innovation and economic growth. These companies rely on market research to decode the
complex dynamics of international markets and make informed decisions. But when the
question is “how do we gather insights from Africa’s diverse and intricate markets?”, the
answer isn’t as straightforward as plugging into digital platforms. That’s where Field Africa
steps in.
While the rest of the world increasingly leans into digital data collection, Africa often
demands a boots-on-the-ground approach. Here’s why, and how Field Africa is uniquely
equipped to meet the challenge.
The Evolution of Multinational Companies: A Quick Look Back
Globalisation has fuelled the growth of MNCs over decades. Let’s break it down:
1. Post-WWII Boom (1940s–1960s)
After World War II, recovery efforts led many companies in the U.S. and Europe to
seek opportunities abroad. International institutions like the United Nations and the
World Bank encouraged global trade, creating fertile ground for expansion.
2. The Rise of Globalisation (1970s–1990s)
With the rise of liberal economic policies, advances in air travel, telecommunications,
and the early internet, companies could operate across borders with greater ease.
3. The Digital Revolution (2000s–Today)
The internet and mobile technology supercharged the growth of MNCs. Companies
could now manage global operations more efficiently. It’s during this digital explosion
that Field Africa was born, with a vision to help global companies navigate Africa’s
unique markets.
Why Market Research Is Critical for MNCs
Global expansion sounds exciting, but it comes with challenges. MNCs must adapt to vastly
different consumer behaviours, cultures, and market dynamics. That’s where market
research agencies come in; helping global giants understand and succeed in local markets.
Here are the key roles they play:
1. Understanding Local Markets
Africa isn’t one market; it’s 54 countries with over a billion people and thousands of
cultures. Field Africa uses surveys, focus groups, and ethnographic studies to
provide tailored insights on customer needs, trends, and buying habits.
2. Market Segmentation and Targeting
Identifying the right customer segments is critical. Why, for instance, does the same
car have different names in different regions? Market research answers that
question and ensures offerings resonate locally.
3. Competitive Analysis
Africa’s market is tough. Take McDonald’s, which operates in only four of the fifty
four African countries with fewer than 400 stores. Understanding competitors’
strengths and weaknesses is crucial for navigating such a landscape.
4. Tracking Trends
From emerging tech to shifting consumer preferences, market research helps
companies stay ahead of the curve.
5. Measuring Brand Health
Why does Apple dominate in the U.S. but hold less than 15% of Africa’s market?
Market research highlights such disparities and helps companies tailor strategies.
6. Cross-Cultural Insights
Africa’s diversity requires cross-regional comparisons to identify universal trends
versus local nuances.
Why Fieldwork Outsourcing Is a Game-Changer
Opening offices in every African country isn’t financially viable for most global market
research agencies. That’s why fieldwork agencies like Field Africa exist. We specialise in
fieldwork across diverse markets, saving market research companies time and money.
Here’s how it works:
1. Local Expertise
Field Africa understands local languages, customs, and behaviours, ensuring
culturally relevant and accurate data collection.
2. Cost Efficiency
Instead of building expensive infrastructure, agencies partner with fieldwork
specialists who already have teams and systems in place.
3. Quality Control
Field Africa ensures data is accurate, representative, and aligned with research
objectives, even in hard-to-reach areas.
Traditional Meets Digital: Why Africa Requires a Hybrid Model
Globally, digital and mobile data collection is booming. But in Africa, traditional methods like
CAPI (Computer-Assisted Personal Interviews) and CATI (Computer-Assisted Telephonic
Interviews) are still essential:
1. Limited Internet Access
Rural areas often lack reliable internet. Offline tools like Survey2Go, used by Field
Africa, allow interviewers to collect data without connectivity.
2. Cultural Barriers
Face-to-face interactions build trust and ensure responses are genuine, something
digital surveys can’t always achieve.
3. Low Literacy Rates
In regions with lower literacy levels, guided interviews ensure everyone’s voice is
heard.
4. Infrastructure Challenges
In areas with unreliable electricity and telecommunications, traditional methods
remain the most effective.
5. Sensitivity of Topics
When dealing with delicate subjects, personal interviews foster trust and honesty.
Field Africa’s interviewers often report respondents fetching payslips or personal
documents to clarify their answers; something a chatbot will never achieve!
Adapting to New Pressures
Fieldwork agencies in Africa face increasing demands for faster, cheaper, and more reliable
data. This pressure has led some agencies to slash prices, sparking a “race to the bottom.”
1. But cutting costs often means cutting quality.
2. This drop in quality causes clients to seek cheaper alternatives,
3. Further reducing the demand for traditional fieldwork.
4. As demand drops, agencies face more financial pressure, which forces them to cut
prices even more,
and the cycle continues. This not only impacts the individual agencies but also weakens the
industry as a whole.
Field Africa is making a conscious decision to maintain high standards and build lasting
relationships with clients. While it may mean passing on short-term opportunities, we believe
the agency and the industry needs this.
The race to the bottom threatens to undermine the entire market research industry in Africa.
Field Africa refuses to compromise on quality or relationships. We believe in setting the
standard and not cutting corners. By combining decades of expertise with a commitment to
innovation, we ensure our clients succeed today and tomorrow.
Africa’s Unique Market Research Landscape
Africa is a continent of contrasts. Its challenges from infrastructure gaps to linguistic diversity
and that’s precisely what makes it fascinating. Field Africa thrives in this complexity.
By blending traditional and digital methods, investing in technology, and prioritising quality,
we help MNCs unlock the incredible potential of Africa’s markets.
So, when the question is “how do we gather reliable, actionable data from Africa?”, the
answer is clear: Field Africa has you covered.